BBDO, which will begin work with HP immediately, replaces Goodby Silverstein & Partners, whose contract ended “late last year,” Keshin said. He added that HP's evolving marketing strategies will continue to include social and CRM endeavors.

Ultimately, Keshin said he hopes to generate greater consumer awareness around HP. “More customers will have a greater and clearer understanding of what HP has to offer them,” he said. “We are confident we can sharpen our marketing, and that will lead to more business success.”

The selection of BBDO as AOR comes following a search that began in January under the supervision of management consulting firm Pile and Company, the company said in a release. BBDO, according to the release, had already performed well as advertising AOR for HP Global Marketing as well as HP's Imaging and Printing Group (IPG). The merging of HP's IPG with its Personal Systems Group (PSG) departments in March to create the Printing and Personal Services Group means BBDO will spearhead marketing efforts for both HP's printing and PC business.

Keshin declined to name which other agencies had been under consideration.